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"Over the last 10 years, we've seen digital time spent with digital media double, exactly double," said our analyst Oscar Orozco on a recent episode of the "Behind the Numbers" podcast. "From four hours and 18 minutes a day on average, to eight hours and 36 minutes a day.". Here are some key ways in which media consumption has changed. 1. CTV finally surpasses traditional TV.

The 2024 general election has been dubbed 鈥渢he podcast election鈥� due to candidates鈥� potentially game-changing appearances on some of the biggest podcasts in the US. These appearances illustrate the untapped potential of podcast advertising. 鈥淧辞诲肠补蝉迟蝉 may have played a big role in the US election, but they're still getting overlooked by advertisers,鈥� wrote 蘑菇AV senior vice president of content and executive editor Vladimir Hanzlik on LinkedIn.

Worldwide, those in the Middle East and Africa spend the most time with podcasts, at 1 hour, 4 minutes (1:04). It beats Latin America鈥攖he reigning leader in music streaming, social/messaging, and mobile鈥攂y 2 minutes. The popularity is partially motivated by the fact that podcasts consume less data (once downloaded) for lengthy content.

Eight of 11 time spent categories saw double-digit minute declines in 2024. This included print press (down 19 minutes), online press (-17), gaming (-17), podcasts (-17), music streaming (-16), online TV/streaming (-15), broadcast TV (-13), and broadcast radio (-13). In fact, China trailed the global average for daily time spent in every category except print press.

YouTube has also cemented itself as the most popular podcast platform. 蘑菇AV a third (34%) of people who consume podcasts said they use YouTube the most to access podcasts, putting it above Spotify (17%) and Apple (11%), per a survey conducted by Cumulus Media and Signal Hill Insights last year. The platform is a big reason why video podcasts have taken off as of late.

In addition, Latin America is second only to North America in time spent on traditional TV and to Middle East and Africa on podcasts. These results repeat Latin America鈥檚 2022 showings in the same categories. Still, time spent was down in Latin America in every category except online TV/streaming, where it was flat.

Podcast listening in the region also trailed every other region at just 38 minutes daily. That鈥檚 12 minutes below the global average. In Russia, it was just 29 minutes鈥攍ikely due to the suspension of services from key podcast streamers (e.g., Spotify and Amazon Music) and the Russian government鈥檚 YouTube streaming restrictions.

On today's podcast episode, we discuss what the biggest trend of 2024 will be when it comes to how consumers will spend their time鈥攁nd money鈥攁nd what the biggest opportunities for advertisers will be as a result. Tune in to the discussion with our director of Briefings Jeremy Goldman and vice president of Briefings Jennifer Pearson.

Even for the other measures (digital video viewers and podcast listeners), the cohort is a close third. Gen Xers can match their digitalness with financial health. This is the age group where financial wealth can have a fundamental impact on its digitalness, and vice versa. They may not be the most digital, but they have plenty to spend when they are online.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.

On today's podcast episode, we discuss the digital habits across generations: what baby boomers' top digital activity is, Gen X's approach to all things digital, and how much more time Gen Zers actually spend on social media over other generations. Tune in to the discussion with our analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

We'll see you tomorrow hopefully for the Behind the Numbers Daily, an eMarketer podcast.

In addition, Denmark was tied for third place (with Greece) in time spent with podcasts. Internet users in Denmark are among Western Europe鈥檚 most avid news consumers. The country was second to Greece in time spent with online press and second to Norway in time spent with print.

Social network ad spending is still high relative to time spent on them, a disconnect primarily driven by Meta. As time spent with social networks plateaus, platforms are trying to break into CTV to capture the time spent (and ad dollars) in streaming.

Podcasts alone will add 2 minutes, bringing the average podcast usage to 25 minutes per day鈥攃omposing about 29% of the total time spent, but 100% of the growth. Podcast advertising is set to exceed one-third share of digital audio advertising. In 2024, podcasts will cross $2 billion in ad revenues for the first time.